A Content Analysis of Problem-Resolution Appeals in Television Commercials

The considerable power of the repeated message leads observational learning theoriests to maintain that television messages have significant impact upon viewers. Television advertisements typically present quick and easy solutions to problems, thus discouraging careful, step-by-step decision making. Consumers who come to expect easy solutions may suffer disillusionment if they extend those lessons to more complex problem solving. This study documents the pervasive problem-resolution format presented in television commercials and draws implications about consumer behavior.     

The Impact of Media Multitasking on the Cognitive and Attitudinal Responses to Television Commercials: The Moderating Role of Type of Advertising Appeal

In two studies, we explored the effect of media multitasking on viewers' cognitive and attitudinal responses to television commercials and the moderating role of advertising appeals. The limited capacity theory of Lang (2000 Lang, Annie (2000), “The Limited Capacity Model of Mediated Message Processing,” Journal of Communication, 50 (1), 46–70.[Crossref], [Web of Science ®] , [Google Scholar]) that integrates both the motivational and cognitive ability aspects of information processing was used as the theoretical framework. The results of Study 1 show that, in line with previous findings, media multitasking negatively affects cognitive responses but has an overall positive effect on attitudinal responses to television commercials. The results of Study 2 suggest that this effect on attitudinal responses is present only for commercials that focus on the desirability (compared to the feasibility) of a product. The results indicate that in media multitasking contexts, television commercials that rely primarily on stressing the desirability of a product have both a cognitive and an attitudinal advantage compared to those that rely primarily on stressing the feasibility of a product.     

Contextual Priming Effects of Television Programs on Commercials: The Moderating Effects of Age

This study investigated whether age and its associated implicit memory deficits influences responses to contextual television advertising. Prior exposure to the advertised product or brand during a program should improve recall and brand attitude for contextual commercials. The results of a lab experiment, with participants ranging in age from 19 to 78, revealed that unbranded product appearances significantly improved recall, compared to normal unprimed commercials, but only for younger consumers. Branded product appearances did not significantly improve recall, compared to unbranded appearances. Contextual commercials had no positive effects on brand attitude. However, a competitor-brand appearance had a negative effect on brand attitude, for both older and younger consumers. Implications of these results, and their limitations, are discussed.     

The Depiction of African American Children's Activities in Television Commercials: An Assessment

This study involved a content analysis of the degree of portrayal and the favoribility of portrayal of African American children, as they were cast in various roles. It was hypothesized that these children would be less frequently and less positively portrayed in scholarly than in other roles and that scholarly depiction would vary among product classes. The research results did not support the first two but did support the third hypothesis. Various implications of the findings were drawn.     

A Content Analysis of Animation and Animated Spokes-Characters in Television Commercials

Abstract

This study employed content analysis to examine animation and animated spokes-characters in television advertising. The majority of spokes-characters observed in this study were humans, animal personifications, or product personifications. Characters were more likely to speak for the product than provide visual demonstration although they did both in more than half the cases. There were far more non-celebrity than celebrity spokes-characters, and a large majority of them were male. Significant differences were found in the use of animation across dayparts, program types, product classes and product categories. Although no increase was evident in the use of animation since the last study was completed, there was evidence to suggest that the role of animation has been changing in the past decade. Findings indicate that animated spokes-characters are being used more often to present high involvement products to adult audiences.     

A Content Analysis of the Portrayal of Mature Individuals in Television Commercials

This inquiry analyzed the extent to which television commercials used mature models, relative to younger models. It also analyzed the extent to which commercials portrayed the elderly in a favorable or an unfavorable manner. The study used content analysis to test twelve hypotheses. The authors arrived at conclusions relating to the depiction of mature individuals in television commercials and set forth various recommendations to advertisers, based on the analysis.     

The Influence of Culture on Portrayals of Women in Television Commercials: A Comparison Between the United States and Japan

The present study attempts to examine the influence of culture on portrayals of women in advertising by examining television commercials from the United States and Japan. The two countries are similar in many respects but the norms regarding appropriate roles for women are quite different in the two cultures. Content analysis of television commercials showed that advertisements are to a large extent a reflection of society.     

深度解构市场,理性探索未来——首部《中国电视新闻节目市场报告》全新推出

<正>上海电视节组委会与CSM媒介研究再度携手合作,于2007年6月13日第十三届上海电视节期间倾情推出《中国电视新闻节目市场报告2007-2008》(以下简称《报告》),深度解构我国电视新闻节目市场,理性分析新闻节目的发展现状和趋势。     

基于事件研究法的食品药品召回 冲击及其影响因素分析

本文采用事件研究法估计食品药品召回对上市公司的影响,并进一步对累计超额收益率的影响因素进行分析.研究结果显示,我国食品药品召回事件对上市公司收益率的影响较为持久,召回规模、 媒体报道和交易量等因素均显著影响累计超额收益率,其中召回经历和群体召回的影响分别体现为刻板效应和转移效应.本文对召回影响的探索为食品药品安全监管成本分析拓展新的视角,而对召回经历和群体召回的效应分析也有助于探索我国食品药品监管的特殊性,从而为监管提供借鉴.     

Impact of Death-Related Television Programming on Advertising Evaluation

Programming that depicts or implies death constitutes a vital component of daily television broadcasts, yet the impact of such programming on the evaluation of embedded advertising remains unexplored. Using terror management theory, we propose that exposure to routine and commonplace death-related television programming will lead to the differential evaluation of ensuing advertisements depending on whether they are perceived to be of domestic or foreign origin, and that this effect is contingent on the nature of the death-related cognitions at play at the time of ad exposure. Further, the death-related program context effects on embedded advertising are unique—ads at the end, not the beginning, of the embedded pod are affected by programming content. Based on the empirical findings from four studies we identify the cognitive processes underlying consumers' ad evaluation, isolate the pod positions when context effects are observed, and suggest a framework for television commercial scheduling.     

The Effects Of Program Involvement On Commercial Exposure And Recall In A Naturalistic Setting

Although program involvement is often found to be an important determinant of commercial recall, studies have produced mixed results. The authors contend that inconsistent findings are, in large part, a result of the degree to which respondents are free to determine their exposure to commercials. It is hypothesized that in studies where exposure is not forced, program involvement has a positive effect on commercial recall. This proposition was examined during the broadcast of four matches of the 2000 European Soccer Championship (N = 344). Results show that viewers who saw a highly involving match recalled commercials significantly better than those who saw matches that scored lower on program involvement. This effect was, in large part, mediated by respondents' exposure to the commercials.     

The Impact of the Cultural Environment on Interfirm Communications

A theoretical framework to study the impact of the cultural environment on the nature of interfirm communication strategies in channesls of distribution is presented. Based on several structural and behavioral criteria, national cultural environments are classified as traditional or modern. It is proposed that the governance structure of a channel (conventional market or hierarchy) interacts with the cultural influences to affect channels communications patterns. Tenets from the Politcal Economy and Relational Exchange paradigms are combined to conceptualize an interorganizational marketing environment in two dimensions: culture (traditional or modern) and channel governance structure (markets or hierarchies). The ways in which the direction, frequency, modality, and content of interfirm communications differ in diverse cultures is discussed. Managerial guidelines are developed regarding communication strategies in different environments.     

国际贸易、外国直接投资、经济增长对环境质量的影响——基于环境库兹涅茨曲线研究的回顾与展望

环境库兹涅茨曲线(EKC)是环境经济学的一个热点问题,笔者沿着其研究脉络,重点探讨了基于国际贸易、外国直接投资的EKC的研究现状。分析表明:虽然许多学者对相关领域进行了富有成效的研究,但EKC方法本身在指标选取、经济分析和计量方法等方面存在一些缺憾,未来的研究应侧重于对国际贸易、外国直接投资与环境反馈作用、经济活动与生态系统演进等领域的研究,并在数学手段和模型上加以改进。     

The Nutritional Impact of the Dairy Price Support Program

This paper examines the impact of the dairy price support program and its resultant higher prices on nutritional intake, especially calcium. This assessment is particularly important because calcium is one of the two nutrients whose average intake is below the Recommended Dietary Allowance. A demand system with emphasis on dairy products is estimated, and in conjunction with data on the nutritional content of various foods, impacts on nutritional intake are measured.     

我国工业制成品对外贸易对环境的影响

基于工业制成品在我国对外贸易中占据绝对主导地位的现状,本文对工业三废排放量、十一个主要工业行业进出口贸易中含污量转移的状况进行了实证分析。结果表明,工业三废排放量与对外贸易增长走势基本吻合。工业制成品贸易的增长虽然尚未带来整体和大量污染物向国内转移的局面,但也确实对我国环境造成了一定的负面影响,且环境污染物有加快向国内转移的趋势。工业制成品与环境关系的研究,对于我国外贸及环境政策的调整具有重要的参考价值。     

The Impact of Familiarity and Perceived Trustworthiness and Influence on Donations to Nonprofits: An Unaided Recall Study

What affects donations? Is it all in “the ask,” or does brand image matter? In the nonprofit brands literature perceived trustworthiness and influence of the organization are important factors that increase constituents’ willingness to support an organization. We examined the association between a nonprofit organization’s familiarity, trustworthiness, and influence and the propensity of donations it receives. To this end, we used a questionnaire on attitudes toward nonprofit organizations and unaided recall of nonprofit organizations collected from a nationally representative sample. The attitudes data revealed that perceptions of nonprofits’ effectiveness and trustworthiness in Israel are not particularly positive. A multivariate fractional polynomial regression on the unaided recall results shows that while familiarity and perceived effectiveness are positively associated with the propensity of donations to nonprofit organizations, trustworthiness is not. We explain this surprising result by changes in Israeli social policy, political culture, and trust in institutions. We suggest different efforts that organizations can make to enhance their brand image and consequently increase donations.     

新的经济环境对大学会计教育的冲击

随着我国经济市场不断的深入,网络发展、电子商务诞生,我国的财务环境发生了天翻地覆的变化,要求财会人员必须较强的自主学习能力;优秀的文化业务素质;富有创新能力和较强的实践能力以及较强的协调与管理能力。大学应该树立全新的教育观念,确立全面型会计人才的培养目标,加快改革传统的会计教模式,完善会计教育功能,调整现有的会计教育内容,建设好优质的师资团队。